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The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
The	future	of	video:	Unlocking	real	
behaviour	(not	claimed)	via	
consumer	video	
Alistair	Vince,	Chief	Tinkerer	(&	CEO)
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
My story: How the
washing machine
gave rise
to the
Watching Machine
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
The future of video may be as simple as showing
people the future is already here
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Problem 1 : Many people don’t realise that video
is now easy to create (for the consumer) and
easy to get phenomenal insights from*
*if done the right way.
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Problem 2: Many people don’t realise that video
is easy (and cheap) to use (search, edit and
share).
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Problem 3: With much video, there is a vast
range in quality.
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
The world of research is changing.
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
We have more data than we’ve ever had, yet our
understanding of people,
our empathy for those people,
has got worse.
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Research remains
heavily focused on claimed behaviour
rather than
obsessing about actual behaviour (video).
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
8 out of 10 new products fail? Why?
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
But it’s changing….
‘In 5 years time, we want to have ceased relying
on claimed data and stopped asking any direct
questions to gain insights.’
Big Pharma CMO
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
So why ACTUAL not CLAIMED?
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
A) People aren’t sure what they think
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
B) People say one thing in front of people and
think another thing privately
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
C) Visual, not just verbal
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
D) Everybody lies
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
E) Every BODY shows the truth
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Our conclusion:
capturing actual behaviour (via great video) gives
you better insights…
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
You obsess about the respondent
•  Real people (not professional research respondents) in any country,
across any langauge
•  Making films ‘in the moment’ means higher level of participation.
You obsess about quality
•  Respondents can be briefed on the phone, talked through the
expectations in terms of filming guides and topic guides. This ensures
they understand the project, and understand how a film a should be
made, giving a higher quality output.
•  Human transcriptions and translations
Great	video	is	achievable	if	...
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Using	self	made	consumer	video	to	capture	behaviour	
(vimeo.com/wmt/1)
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Or	watching	screens	and	the	respondent	(vimeo.com/
wmt/2)
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
“I'm actively trying to reduce sugar
consumption in my house”
“I like this product and would definitely
buy it”
“We don't drink much alcohol at home”
“I found the machine
really easy to install”
Reality:
It took him 25m
Reality:
Frida left her food
Reality:
Count the bottles
Reality:
Honey and Jam
The difference between actual vs. claimed
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
“There were behavioural surprises, especially regarding
the moments of consumption and product positioning. It
was interesting to realize that we were marketing some
products to be eaten a certain way and consumers were
actually eating it in a completely different way.”
Ashwani Joshi, Consumer Scientist
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
In	conclusion...	
•  Those	problems...we	need	to	collec,vely	re-educate	clients	and	
agencies	in	what	insight	can	be	generated	from	video,	how	easy	it	is	to	
use,	and	how	to	achieve	quality.	
•  To	understand	people,	we	need	to	more	understand	actual	behaviour,	
not	claimed	(because	‘Everybody	Lies’)	
•  As	an	industry	MRX	needs	to	move	away	(faster)	from	tools	that	don’t	
generate	great	insight.
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Thank	you	
You’ve been listening to…
Alistair Vince
alistair@watchmethink.com
+44 (0)7545 596402
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Q	&	A	
Ray Poynter
The Future Place
Alistair Vice
Watch Me Think
The	changing	percep,on	of	video:	why	video	is	becoming	a	bigger	part	of	the	research	mix		
Alistair	Vince,	Watch	Me	Think	
The Future of Video	
	
Pla,num	
Communica,on	
Silver	
Gold	
NewMR 2018 Sponsors

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